Simba’s All Gold Tomato Sauce flavour lost the vote.

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Simba’s All Gold Tomato Sauce flavour lost the vote.

A public campaign made the decision visible.

In 2021, Simba asked shoppers to choose which of three familiar flavours should stay: Cheese & Onion, Salt & Vinegar or All Gold Tomato Sauce.

Tomato Sauce came third in the published results, with 110,623 votes, or 18.01%. Simba later confirmed it would be discontinued.

This was a range decision made through a public campaign, not a recipe-change dispute. The process gave consumers a way to participate and gave disappointed Tomato Sauce fans a clear reason to challenge the outcome.

A vote measures participation, not every kind of demand.

The published results show how participants voted. They do not, on their own, explain performance in every store or among every customer group.

A public poll can capture enthusiasm and encourage people to take part. It may not represent the full buyer base in the same way as till data or repeat-purchase records.

The next question is how the vote sat alongside sales and range strategy.

Some reports said sales were also considered, but the published vote totals alone do not show how different evidence was weighted before the decision.

That is a worthwhile question for Simba, not something to fill in with guesswork.

Consumer involvement can make a decision feel more open. It does not transfer responsibility away from the brand owner.

Simba selected the options, ran the campaign and acted on its result.

For any company asking shoppers to participate in a product decision, it should be clear what the vote will determine and what else may influence the final call.


Sources: FOODStuff SA; Sunday Times.

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Disclaimer: Personal views are based on public info and my SA retail experience. Independent commentary, not representing any BRAND, its management, franchisees, suppliers or employees.

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